The Closer's Survival Guide

1. Closing is the critical exchange point in any transaction

"If there is no exchange and no action, then there is no close; and if there is no close (agreement), then there is no real value exchanged."

The close is paramount. It's the moment when all parties take action and exchange things of value. Without this critical step, all preceding efforts in the sales process become futile. The close separates dreamers from achievers, as it's the ability to finalize agreements that turns ideas into reality.

• Key elements of a successful close:
  • Both parties take action
  • Value is exchanged
  • Agreement is reached

Closing skills are not limited to salespeople. They are essential for anyone seeking to turn ideas into reality, including entrepreneurs, leaders, and innovators. Historical figures like Christopher Columbus, Martin Luther King Jr., and Bill Gates all succeeded because they could close others on supporting their visions.

2. Develop a powerful arsenal of closing techniques

"The more a salesperson understands the close the more he will reach to sell others, the more he will prospect, the more professional and believable he will appear to his client, and the more he will be rewarded."

Variety is crucial. A deep arsenal of closing techniques allows you to adapt to different situations and persist through objections. This book provides over 100 proven closing methods, each designed to address specific scenarios and buyer personalities.

Key categories of closes:

• Assumption closes (e.g., Title/Registration Close)
• Pressure closes (e.g., Now or Never Close)
• Logic-based closes (e.g., Ben Franklin Close)
• Emotional closes (e.g., Better to Live Rich Close)

By mastering these techniques, you'll increase your confidence, professionalism, and success rate. Practice and internalize these methods until they become second nature, allowing you to seamlessly transition between different approaches as needed during negotiations.

3. Overcome fear and embrace pressure in closing

"Fear is an indicator that you don't know something."

Knowledge conquers fear. Many salespeople fear the closing moment due to a lack of understanding and preparation. By developing a deep knowledge of closing techniques and practicing them extensively, you can transform fear into confidence.

Steps to overcome closing fear:

1. Recognize fear as a sign of knowledge gaps
2. Study and internalize various closing techniques
3. Practice regularly through role-playing and real situations
4. Embrace pressure as a tool for creating urgency

Remember, pressure is not inherently negative. When applied skillfully, it can be the catalyst that moves hesitant buyers to action. The key is to reframe pressure as enthusiasm and conviction in your product or service, rather than manipulation.

4. Treat objections as complaints, not roadblocks

"Treat all objections as complaints until further validated."

Objections are opportunities. Most so-called objections are merely complaints or expressions of hesitation. By reframing them as such, you can avoid giving them undue weight and maintain momentum towards the close.

Handling objections effectively:

1. Listen and acknowledge the concern
2. Determine if it's a genuine objection or a complaint
3. Address complaints swiftly without extensive justification
4. For true objections, use specific closing techniques to overcome them

This approach prevents you from getting bogged down in unnecessary explanations and keeps the conversation focused on moving towards agreement. Remember, your goal is to guide the prospect to a decision, not to win every minor point of contention.

5. Use agreement and acknowledgment to build momentum

"To resolve conflict and disagreement, it only requires one person to agree to the other's point of view."

Agreement creates alignment. By consistently agreeing with and acknowledging your prospect's statements, you create a sense of harmony and reduce resistance. This doesn't mean conceding to every point, but rather showing that you understand and respect their perspective.

Techniques for building agreement:

• Use phrases like "I understand" and "I agree"
• Acknowledge the validity of their concerns
• Find common ground on minor points
• Use the "Feel, Felt, Found" technique to relate and redirect

By creating an atmosphere of agreement, you make it easier for the prospect to say "yes" to your proposal. This approach also helps you maintain control of the conversation and guide it towards a successful close.

6. Leverage scarcity and urgency to drive decisions

"Better to pay a little extra and get what you want than pay a little less and make a mistake. Better to live rich than to die rich."

Create compelling reasons to act now. Scarcity and urgency are powerful motivators in decision-making. By highlighting limited availability, time constraints, or the opportunity cost of inaction, you can encourage prospects to make faster decisions.

Effective ways to create urgency:

• Emphasize limited inventory or time-sensitive offers
• Highlight potential price increases or missed opportunities
• Use the "Now or Never" close for special considerations
• Remind prospects of the benefits they'll immediately enjoy

Remember to balance urgency with authenticity. Manufactured scarcity can backfire if perceived as manipulative. Instead, focus on genuine reasons why acting now is in the prospect's best interest.

7. Master the art of persistence in closing

"Always ask one more time!"

Persistence pays off. The ability to continue asking for the close in different ways is what separates top performers from average salespeople. Most prospects require multiple attempts before they're ready to commit, so don't give up after the first "no."

Strategies for effective persistence:

1. Have a deep arsenal of closing techniques to avoid repetition
2. Reframe and reposition your offer with each attempt
3. Use trial closes to gauge readiness and identify objections
4. Stay positive and maintain your enthusiasm throughout

Remember, persistence is not about being pushy or disrespectful. It's about believing in your product and being committed to helping the prospect make a beneficial decision. Your persistence demonstrates your conviction and can often be the factor that finally convinces a hesitant buyer.

8. Align closing with purpose and higher motivation

"Care so much you refuse not to close."

Purpose fuels persistence. When you deeply believe in the value of your product or service, closing becomes a matter of conviction rather than mere technique. Aligning your closing efforts with a higher purpose—whether it's helping your customers, supporting your family, or contributing to a cause—provides the motivation to persist through challenges.

Ways to cultivate purpose-driven closing:

• Regularly remind yourself of the positive impact of your product/service
• Share stories of how your offering has helped others
• Connect your sales goals to personal and professional aspirations
• Visualize the benefits your prospect will enjoy after purchasing

This approach not only motivates you but also communicates genuine care and enthusiasm to your prospects, making them more likely to trust and buy from you.

9. Utilize logical frameworks to justify decisions

"Always present your proposal in writing. People do not believe what they hear, they believe what they see."

Logic solidifies decisions. While emotions often drive initial interest, logical frameworks help prospects justify their decisions and feel confident in their choices. Presenting information in a structured, visible format makes it more convincing and memorable.

Effective logical frameworks:

• Ben Franklin Close: List pros and cons
• Comparison Investment Close: Compare current situation to proposed solution
• Payment Breakdown Close: Break large amounts into smaller, more manageable figures
• Summary Close: Recap all benefits and value points

By providing these logical structures, you help prospects organize their thoughts and see the clear benefits of your offer. This approach is particularly effective with analytical decision-makers and can help overcome last-minute hesitations.

10. Transform price objections into value propositions

"When value exceeds price, price is no longer the issue."

Focus on value, not cost. Price objections are often a sign that you haven't sufficiently demonstrated the value of your offer. Instead of defending or justifying the price, shift the conversation to the benefits and return on investment your product or service provides.

Strategies for handling price objections:

1. Break down the cost into smaller, more manageable units (e.g., daily cost)
2. Compare the cost to other expenses the prospect readily accepts
3. Highlight long-term savings or increased earnings potential
4. Emphasize unique features or benefits that justify the premium

Remember, people are often willing to pay more for quality, convenience, and peace of mind. By focusing on these aspects, you can help prospects see beyond the initial price tag and appreciate the true value of your offer.

Last updated: August 9, 2024